External Search, Content Credibility and Intrinsic Gratifiers Influencing Attitude Toward Wireless Ads

ABSTRACT - Wireless Internet is becoming increasingly important in consumer behavior research. This study explores factors affecting mobile users’ attitude toward wireless advertising platform. External search, content credibility, perceived infotainment, and perceived irritation are hypothesized as antecedents, while willingness to access is proposed as a consequence of attitude toward wireless text banner ads. The proposed constructs are operationalized through a structured questionnaire. An empirical survey conducted in the greater Tokyo area produced 590 usable responses. The findings support the basic propositions regarding the links between the constructs. The perceived infotainment was found to be the most significant factor influencing attitude toward wireless ads, which in turn determines users’ behavioral intention to click the ads. However, the external search shows no effects on attitudinal dimension.

Citation:

Shintaro Okazaki (2005) ,"External Search, Content Credibility and Intrinsic Gratifiers Influencing Attitude Toward Wireless Ads", in AP - Asia Pacific Advances in Consumer Research Volume 6, eds. Yong-Uon Ha and Youjae Yi, Duluth, MN : Association for Consumer Research, Pages: 5-12.